Skip to content

Google Instant raises the bar for SEO

September 8, 2010

At a time when many organisations are still learning the ropes about how to improve their website’s rankings in search, Google does it again – they’ve lifted the bar and made it harder.

Google Instant, which will stream search without the need for clicking the actual ‘search’ button, means that for every letter you type, the search results are improving and becoming more specific.

Google says it’s about giving users more choice – more search results to view. From their perspective, they know that many users never click through to the second page of search results, so Google Instant helps them refine their search as they type.

But let’s look at this from the perspective of the everyday organisation who has spent years perfecting the art of finding their way to the top of the search results; Typically, a user would perform a search, view the search results, and then select the most relevant results, even if they didn’t sound quite right – the opportunity for many organisations was to ensure they appeared on the first page of results for certain search terms, because they were likely to get clicked on even if they weren’t necessarily what the user was after. Once the user had checked out a few sites, if they didn’t find what they were looking for, then they might simply go back to Google and perform another search. Website owners however at least gave themselves a better opportunity to get their site clicked on.

Google Instant changes all that. Now, as a user performs their search they can already see that perhaps the search results aren’t quite right, and begin to alter their search terms as they type until they see exactly what they’re after.

I like this demo posted on YouTube; They’re typing Bob Dylan lyrics into the search engine as he sings the song.

The implication for website publishers is that no matter how hard you work to appear organically at the top of search results, the consumer now has the unconscious ability to ignore you if they aren’t seeing exactly what they’re after – they just change the words they’re typing.

In the long term, this may in fact improve Google’s position in terms of selling SEM advertising – if optimising your site (SEO) is now harder to achieve, then the only guarantee of appearing in the search results is to pursue a more in depth SEM strategy.

So when Google says ‘Don’t be evil’, they refer to providing consumers with more choice and faster choice in their quest for information. But how much more SEM revenue will they make out of it in the long run?

Deliriant Isti Romani – These Romans are crazy!


From → Uncategorized

Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: